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What Eye Scrolling Could Mean For Analytics

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One of the most exciting elements of the Samsung Galaxy is the introduction of eye scrolling technology. This will certainly add an element of interest to users, being able to control the phone features without needing to use your hands will be especially useful in crowded areas and where using your hands may be impractical. However, in my opinion, the real innovation here is for businesses and advertisers and the analytics that can be gained through it.

One of the advantages of websites compared to traditional advertising techniques is that you can use heat maps to see where people have been clicking and where people have been using their mouse on the screen. This allows analysts to see which is the most important elements and as such create a better experience for their customers.

With the use of eye scrolling, this gives companies the opportunity to not only see when somebody is on a page, but in future see exactly where they are looking. This means that analytics for things like video and operating systems can become more intuitive and focussed towards the wants and needs of the customers.

At the moment one of the key elements that is missing on-demand video services is that there are few opportunities to actually see how potential customers are integrating with adverts or if people are using the ad breaks to ignore the screen and do other things until they are finished. With the use of eye tracing technologies, this becomes far easier and even gives the option of pausing adverts if attention is not being paid to them.

Although this would be a major annoyance for those consumers if done in this way, it could become invaluable for companies looking to either make sure their messages are getting across or who want to evaluate the success of their campaigns through more that just sales figures.